The Super Bowl might be one of the biggest sports events in the United States, but its relevance and appeal go beyond the field of sports. Every year, millions of viewers across the globe tune in to watch the event, transcending sports fever and becoming more of a cultural spectacle. This year was the same, as millions of viewers tuned in to watch the Kansas City Chiefs defend their title against the Philadelphia Eagles, unfortunately losing with humiliating scores.
While the result of the game might have turned out different than what many expected, the relevance and appeal of the event remain the same. Every year, without fail, the event features some truly iconic moments. But one of the most awaited moments of the show is the halftime show, which was headlined this year by Kendrick Lamar.
From the most memorable King of Pop Michael Jackson’s iconic 1993 performance to Beyoncé’s electrifying set in 2013 and Rihanna’s show-stopping act in 2023, the halftime show is one of the most anticipated live performances of the year. Every year, there are multiple artists yearning to headline the halftime show, wanting to be part of a sports-entertainment-cultural legacy that has been going on for ages now.
However, one of the most surprising facts about this event is that the artists who perform at the Super Bowl halftime show do not receive a salary for their efforts. Pretty shocking to know, that many wonder why global superstars would take the pains to perform at a sporting event that does not even pay them for their time, efforts, and performance. Given the massive scale of the production, the millions of dollars that go into staging, lighting, and choreography, and the prestige of the NFL, it’s reasonable to assume that artists would demand hefty paychecks. Yet, they don’t.
So, if you have been wondering the same, in this article we delve into the key reasons why musicians agree to perform for free at the Super Bowl halftime show and do these performances have any benefits for their lucrative careers. Read on to know all about it!
Artists do not get paid for Super Bowl halftime show performance
Over the history of its existence, numerous artists have headlined the Super Bowl halftime show, from Usher, Katy Perry, Bruno Mars, Maroon 5, Black Eyed Peas, and more. However, in spite of the big names attached to the event, the NFL does not pay the artists but according to NFL spokesperson Joanna Hunter, the league covers all the expenses and production costs for the artist (via Forbes).
However, when looked at from an economic point of view, the NFL’s decision to cover all the costs does make a lot of sense because sometimes this cost might run up millions of dollars. Moreover, the NFL Vice President of Communications, Brian McCarthy revealed to Newsweek in 2022— The NFL covers all costs associated with the show and does pay the performers union scale. There is not an appearance fee, but the artists are indeed paid union scale. This union scale is apparently the minimum wage that a union contract guarantees and this might be a little or more over $1000 a day according to SAG-AFTRA’s most recent contract (via PEOPLE and Forbes).
Moreover, the halftime, which is only 13 minutes long, takes thousands of people, months of meticulous planning, and millions of dollars to make it happen. The work usually begins over a year before the actual event takes place and 12 to 15 hours of work every day (via Reuters). Also, the league also covers the artists’ expenses along with all the production costs, which in 2020 alone cost a shocking $13 million (via Reuters).
Hence, no artist who has ever performed at the Super Bowl halftime show has ever been paid. But the question remains why do the artists perform if they are not getting paid? The answer is the exposure, which alone is bigger than any paycheck the NFL can give them.
Artists primarily perform at the Super Bowl halftime show for exposure
The primary reason that music artists like Maroon 5 or Beyonce agree to perform for 13 minutes at the Super Bowl halftime show is the level of exposure they get. An exposure that no other event can come close to matching, the sporting event is viewed by millions of fans every year without fail. Back in 2023, Rihanna headlined the event, and since it was her first live performance in more than five years, the halftime attracted more than 121 million viewers across the world (via Billboard).
Not only did Rihanna‘s 2023 performance prove instrumental for her career and the event, but it also helped her makeup line. Having promoted Fenty Beauty by applying powder on her face while on stage, the performance helped generate $5.6 million in earned media during the first 12 hours for the brand, according to Launchmetrics (via WWD).
Moreover, the impact that these 13 minutes have on an artist’s career ranges in millions of profits. For example, back in 2019 when Maroon 5 headlined the halftime show, they saw a spectacular surge of 488 percent in record sales alone after the performance (via Billboard). Even artists like Justin Timberlake, who headlined the show back in 2018, had his music sales increase by a whopping 534%, according to Billboard.
Furthermore, these record sales or streaming metrics are not the only measure of success or exposure that an artist receives from the Super Bowl halftime show. Generally, this leads to television show appearances, a high social media following, an increase in influence and popularity, and many other benefits that cannot be measured in any way. And so, from an outside perspective, while this deal between the NFL and artists might seem unusual and counterproductive, it really is a highly lucrative and mutually beneficial agreement that leads to millions, or occasionally billions in profits.
Kendrick Lamar headlined the 2025 Super Bowl halftime show
Just like every year, the 2025 Super Bowl halftime show is going to be an extraordinary event. This year Kendrick Lamar headlined the show, becoming the first solo hip-hop artist to do so. While this is not Lamar’s first rodeo, since he previously commanded the stage back in 2022 along with Dr Dre, Mary J Blige, Snoop Dogg, and Eminem, this year the stage would only be his to command.
Having won a record-topping five Grammys this year, this is a significant achievement for the hip-hop artist, since over a year ago this would not have been possible to imagine. As the Kansas City Chiefs tried to defend their titles against the Philadelphia Eagles on Sunday at New Orleans’ Ceasars Superdorm, millions of fans awaited eagerly for the chart-topping artist. Having won five Grammys for his Drake diss track Not Like Us, including Record of the Year and Song of the Year, the stadium was abuzz with the song as fans chanted along with the artist despite the fear of legal action against him performing the song (via BBC).
And it might be because of this record that the Pulitzer Prize-winning artists have gotten the chance to headline the halftime event. Meanwhile, Lamar was not performing alone as SZA also made a guest appearance at the event to perform two songs: Luther, a song on Lamar’s latest album, GNX, and All the Stars, their song together from 2018’s Black Panther Soundtrack.
A career-defining moment for Kendrick Lamar, this is sure to help him secure significant financial returns through indirect means.
Super Bowl LIX (Super Bowl 59) will air live on Sunday on FOX at roughly 6:30 p.m. EST.
This post belongs to FandomWire and first appeared on FandomWire
